Generation Y

Generation Y is the term coined to describe the millennials – independent, creative, innovative and media savvy individuals who are shaped by their times. Congregating online, their lives revolve around sites and instant communication technologies like Myspace, Facebook and Bebo, the latter being the up-and-coming preference. Within Generation Y, over 85% of the group’s consumers have some type of online networking account.

This trend of communication is continuing into Generation Z. Living in a throwaway culture, these consumer groups are used to instant gratification. Their life choices and communication skills reflect this immediacy and the online social networking world provides them with instantaneous interaction.

Brands have caught onto this social phenomenon and are exploiting campaigns online, with the hope of engaging their target consumer. Indeed, anyone with an ounce of online knowledge can show their brand presence online. From the likes of the simple Facebook Fan Pages to the more sophisticated campaigns such as the Facebook Visa Initiative, the site has opened itself up to any would-be advertiser or marketer.

Brand teams often generate pages simply to create an instant online presence. The aim is to keep up with other youth brands and suggest that their brand is socially aware, however, much of the time, the point is missed. For example, on Facebook there are so many brand pages that the majority are misguided attempts at communication. They have become a poor man’s advertising tool that miss the social networking trick – to connect, excite, engage but most importantly to entertain.

Many brands have also chosen to disregard applications and widgets, as the market is saturated by useless examples that undermine their usability. However, there are good widgets available and brands should reconsider whether the investment is worth it – after all, decent applications that engage the target consumer get people talking.

For each good brand page that employs strong marketing principles and excellent design, there are ten times the number of bad ones, many abandoned. And what does this do for the brand?  It cheapens it and creates a negative perception.  The sentiment may be there but if the content is lacking, the page is pointless and sometimes harmful.

A brand can exist in the social networking community if it’s fostered in the right way. Building a presence within this world means so much more than just doing a bit of simple html. A successful presence is a long-term one that benefits the consumers and brand alike – one that’s suitable in design and that offers something interesting.  It may seem simple but a brand on any social network needs a long-term strategy and needs to respect and understand its social environment. Generation Y consumers know exactly what they want and if they are greeted with something to the contrary, it will be greeted with hostility.

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